Getting Started with Segments

Your audience contains a lot of information about your contacts, like when they were added, where they live, and how they interact with your marketing. You can use this information to filter contacts into segments, and then target them with email, postcard, or ad campaigns.

In this article, you'll learn how segments work in Mailchimp.


  • Segment
    We use the term segment in two ways: as a verb and a noun. To segment is to take the action of filtering and dividing similar contacts. The resulting list of contacts is also called a segment.
  • Subscribed contact
    Someone who has opted in to receive your email marketing campaigns.
  • Unsubscribed contact
    Someone who was opted in to receive your email marketing campaigns, but isn't currently.
  • Non-subscribed contact
    Someone who has interacted with your online store, but hasn't opted in to receive your email marketing campaigns.
  • Cleaned contact
    A non-deliverable email address. Hard bounces, as well as repeated soft bounces, become cleaned addresses.

About segments

Segments are used to create target audiences based on shared data. When you create a segment, you'll set conditions to filter contacts based on the information that's available in your audience. Each segment can include up to five conditions.

Here's an example: If you want to attract new subscribers to your online store, create a two-condition segment of contacts who signed up in the last 30 days but haven't made a purchase yet.

segment conditions, added in last 30 days, has not made a purchase

After you build the segment, you can target it with a welcome campaign or special offer.

You can build and save segments to use with email, postcard, and ad campaigns. If you're working with an email campaign, we'll automatically filter out anyone who isn't subscribed to receive email marketing.

Segments can be created in either the Campaign Builder or the contact table. Save a segment in the contact table if you know you want to target the same contacts time after time. Create as many segments as you want, and add contacts to multiple segments.

For a shortcut to targeted email campaigns, Mailchimp offers a selection of pre-built segments in the To section of the Campaign Builder.

Create and Send to a Segment

Save and Manage Segments

About Pre-Built Segments

Segmenting options

Mailchimp offers a lot of segmenting options, so you can make the most out of your audience. With the right kind of data, you can create hyper-targeted segments of your contacts for email, postcard, or ad campaigns. Segmenting options will vary based on the data you've collected.

Here are some examples of segments you can create.

  • Subscribed contacts who opened any of your last five email campaigns
  • Subscribed contacts who didn't click in your last email campaign
  • Contacts who recently purchased a product from your connected store
  • Contacts who live in a certain location
  • Contacts who spent more than $500 in your connected store
  • Contacts who were sent a specific postcard campaign

All the Segmenting Options

Common Segmentation Combinations

Enhance your segments

To increase your segmenting options, try some of Mailchimp's advanced tools. Use Social Profiles to segment contacts based on the sites they visit and the social networks they use.

Mailchimp Pro can help you create even more complex segments with its Advanced Segmentation tool, which is great for high-volume senders and users with large audiences.

About Social Profiles

Segment by Purchase Activity

About Advanced Segmentation

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